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LeoVegas ramps up responsible gambling features

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The LeoVegas Group continues to expand its range of responsible gambling features for a more secure user experience.


The online casino industry is becoming more focused on Responsible Gambling measures. The main priority is to increase the player’s safety and minimise possible gaming harm.

The LeoVegas Group continues to expand on its Responsible Gambling features across the globe in order to reach these goals.

Next level of responsibility

The launch of the initial Responsible Gambling tools took place in the UK in 2021 during autumn. With this UK launch, LeoVegas has collected data on the improvements with LeoVegasPlay.

The functions available are enhanced thanks to integration with GamStop. According to the LeoVegas CEO, Gustaf Hagman, this allows them to take another step towards enhancing player protection and shows their ambition in Responsible Gambling.

Data from the initial release shows that the messaging leads to more users choosing to use the safer gambling tools and that deposit limits are not just being maintained but sometimes even lowered. This is a big win for customers deemed at risk of developing harmful gambling behaviours.

On top of that, the LeoVegas Group recently introduced individual deposit limits for their UK customers. They use third-party data and a proprietary risk prediction model for implementing this successfully. All players at UK casinos get assigned a personal deposit limit with their first deposit. From there, the limit is continually re-evaluated using the latest data.

Turning over a new leaf

Hagman states that they are thrilled with the success shown with on-site messaging in the UK. It is not only driving engagement with their safer gambling tools but also proving to affect customer behaviour positively. All while helping LeoVegas drive forward its quest to create more sustainable customer relationships.

LeoVegas has come a long way from its previous failings in terms of responsible gambling and the handling of customers.

This is after they landed in hot water with the Gambling Commission in 2021 for several failures in terms of responsible gambling. One of the most significant issues was allowing customers who previously chose self-exclusion to regain access to their accounts without taking the necessary precautions.

From there, LeoVegas has stepped up and integrated LeoSafePlay across all brands offering players tools to limit their sessions, wagers, and press pause on their accounts. A dedicated team is working around the clock to raise the bar and bring users the best in responsible gaming tools and features.

New responsible gambling tools for Denmark and Sweden

After the success of the initial rollout in the UK, the LeoVegas Group has set out to launch a new personalised responsible gambling initiative in the Danish and Swedish gaming markets. The belief is that the initiative will have the same success in these regions while continuing to ensure safer gambling with the LeoVegas Group.

These messages will appear on the operator’s site in both countries educating users on the range of safer gambling options accessible at LeoVegas and encouraging the use of these tools.

With this new responsible gambling initiative, LeoVegas uses artificial intelligence. The aim is for their risk model to identify customers who are most at risk of developing harmful gambling habits.

The personalised messaging will then provide them with details of the safer gambling tools available at their disposal while encouraging them to use the tools and implement their limits.

The new responsible gambling features will now roll out on the Vegas, Expekt, and GoGo Casino brands in Denmark and Sweden. More plans in place will allow further expansion of the initiative in other markets.

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